The indispensable role of print in omnichannel communication
Article as appeared in Trends SME Stories - Jan 2024
Despite the rapid digital transformation spurred by the COVID-19 pandemic, Genscom has achieved significant growth thanks to its hybrid communication model that recognizes the indispensable role of print in omnichannel communication strategy.
Is print dead? With the increasing demand for personalized customer experiences and the insistence to demonstrate measurable returns on marketing investments, the current marketing landscape is heavily digitally focused. And yet, thanks to several key advantages, print is more alive than ever!
Even amidst the digital surge, print continues to sets itself apart with superior open and response rates compared to emails, which struggle to stand out in cluttered digital inboxes. Print also enjoys the trust of consumers, who often perceive it as a more credible medium amid the current digital skepticism. And the increasing popularity of print among younger demographics highlights its enduring relevance as an impactful communication method in the modern digital era.
Newspaper as eyecatcher
Print is far from dead. And among its many forms, there’s a strong argument to be made for newspapers. Newspapers boast distinctive and creative formats that not only inform but also leave a lasting artistic impression. They provide a canvas for storytelling, with ample space for visually appealing illustrations that ensure the message is not only seen but also heard. As an interactive prop for a museum, a unique program for a recital or a captivating invitation to a conference, the potential of newspapers cannot be underestimated.
The impact of newspapers can be further maximized through personalization. In the digital era, personal data has become an increasingly valuable commodity—the potential of which is often overlooked. Variable Data Printing means customer data can be used to tailor unique content. By customizing content based on location, interests, or purchasing behavior, personalized newspapers deliver hyper-relevant content that fosters increased reader engagement. This personalized approach is not only efficient but also sustainable, as the choice for 'mass customization' rather than 'mass production' significantly reduces the number of copies required to achieve the same conversion goals.
The art of omnichannel marketing
The dichotomy of online and offline marketing is becoming increasingly moot. Both mediums integrate seamlessly into a comprehensive omnichannel marketing strategy. A healthy mix of media channels—including newspapers, brochures, social media and email campaigns—not only expands audience reach but also strengthens the message. The interplay between online and offline is even evident at microscale, where the shareabilty of newspapers on social media and the integration of QR codes and PURLs, for instance, creates a mutually reinforcing effect between print and digital.
At Genscom, we champion the synergy between digital and print communication. Together with our clients, we develop targeted strategies that don't require substantial marketing budgets. Social media content, thank-you cards or custom newspapers—we offer flexible solutions, starting from just one copy, and with the freedom to experiment and innovate until the right formula is found.
AI as a partner for print
Our philosophy is further reflected in our platforms and services, where we offer a variety of digital solutions to streamline the creation of professional, printed publications. This includes converting paper newspapers into digital formats, digitally distributing content across websites and TV screens, creating tailored content for social media channels, and providing customized text and imagery.
And with the help of Artificial Intelligence (AI), we’ve further streamlined our services through two key avenues. First, by offering businesses the ability to digitally archive printed documents for future reuse in a (digital) publication or resale. Second, by focusing on automatic formatting of publications based on submitted articles and company branding.
In a world that is rapidly evolving both offline and online, Genscom has transformed into an innovative communication company over its 10-year existence, offering tailored solutions for those seeking original and effective communication.
